In 2003 I was the Lead Designer of an online re-brand that saw the website evolve from a static, frames-based platform, to one that was more dynamically-driven and easily supported a growing number of sales and promotional programs. At the same time, we applied our experience from Yabber.net and launched YTV’s first membership program.

In 2004, as a newly minted Art Director, a brand refresh was undertaken in conjunction with the station’s on-air branding. With the launch of YTV’s community an overwhelming success, we increased site loyalty with additional member features and a sticky little application called Sitekick. Sitekick was/is a member’s customizable, robot/pet while on YTV.com. They can customize the look and performance of their Sitekick through the collection of tradable “Chips”, which can be earned or found through a variety of site activities.

As the station branding moved away from animated mascots and more sophisticated typography, the YTV.com site was again re-freshed. Navigation elements and site structure was re-worked to allow for an ever-increasing number of time-sensitive promotional and revenue-generating opportunities.